If you're a marketer, you've likely been here before. Your company has too many products in the same vertical, which can overlap and compete for the same consumer. Sales teams demand discount levers, product teams want the attention on "their" features, and leadership expects rapid ROI. The brand's message becomes diffused. In the rush to increase volume, the long-term game of brand building is sometimes ignored.
This is not merely a business-to-business issue.
We can learn a lot from the story of New Balance's resurgence, both as marketers and as identity protectors in the face of complexity.
New Balance's Risky Move
When New Balance's new CMO took over, the brand was struggling to remain competitive in a sportswear market dominated by Nike, Adidas, and Puma. More promotions, deeper discounts, and short-term revenue gains were the easy strategy.
Instead, the CMO did something that appeared reckless.
70% of the company's ad spend was redirected away from discounts.
That budget was spent on influencer-powered brand equity campaigns.
Strengthened relevance and cultural positioning.
For the first 18 months, the results were brutal. Growth has been flat. Piling up losses. Shareholders were becoming impatient. But by month 19, the tables had flipped. New Balance sold more than just shoes; it sold identity, belonging, and culture.
Patient brand-building had an immediate, exponential, and decisive impact, similar to compound interest.
A Step-by-Step Guide for Marketers
1. The Problem Statement.
Overreliance on discounts had diluted brand equity.
Consumers perceived New Balance as practical but not aspirational.
Competing offerings in sportswear felt indistinct, and the brand lacked clear positioning.
This exemplifies the B2B marketer's quandary when multiple offerings within the same vertical blur messaging. Too many "good products" can compete with one another unless the brand has a clear narrative to keep them together.
The Maverick Solution
Budget Reallocation: Reduced promotions and redirected investment to brand equity.
Influencer Strategy: Athletes, creators, and cultural voices were used to promote authenticity.
Patience as a Strategy: Accepted flat growth in the short term to foster future resonance.
In B2B terms, rather than competing over which product gets the spotlight, a maverick marketer invests in the umbrella narrative, which provides context and credibility to all sub-offerings.
The Outcomes
After 18 months of scepticism, demand grew exponentially.
Brand perception shifted: @New Balance became more aspirational while remaining true to its heritage.
Building cultural capital enabled the company to enter markets where relevance was more important than price.
For B2B marketers, the parallels are obvious. When your vertical has overlapping products, pushing harder on pricing or features will not get you ahead. It comes from influencing perception and trust so that buyers see the brand as a strategic partner rather than just a vendor.
Global Parallels Across B2B and B2C
The theme of long-term brand conviction over short-term discounting appears globally:
Zomato: After struggling in the "discount wars" of food delivery, Zomato shifted to emotional storytelling with "Dil Ka Delivery Partner". The shift was subtle but significant: loyalty is based on trust, not coupons.
Salesforce: Rather than competing with Oracle or Microsoft on features, Salesforce established the Trailblazer community. The branding focused on being the platform for customer success rather than the CRM product itself.
Monzo: Chose community-driven branding over aggressive acquisition bonuses when competing in a crowded fintech space. Their clients became their evangelists.
Emirates Airlines: Competes with several Gulf carriers but markets itself as a luxury brand experience rather than the cheapest ticket available. What's the message? "We sell journeys, not seats."
Shopify: Rather than competing on price with Wix or Squarespace, Shopify positioned itself as the entrepreneur's growth partner. Despite the fact that its offerings overlapped, this branding enabled it to command higher loyalty.
The Lesson for Marketers in Overlapping Scenarios
When you’re juggling multiple offerings in the same vertical, the temptation is to keep “shouting louder” about each product. But this creates noise, not resonance.
The maverick move is to step back and ask:
What larger story binds these products?
How can we invest in the brand equity umbrella, which adds value to all sub-offerings?
Are we willing to accept flat growth in order to own the narrative tomorrow?
This is exactly what New Balance teaches us. Even among competing shoes in the same aisle, brand relevance, not price, was the deciding factor.
The Maverick Takeaway
Customers benefit from discounts. Branding encourages people to become believers.
Choose between short-term noise and long-term narrative.
When there is overlap in offerings, focus your efforts on umbrella branding that gives each product meaning.
Patience is not passive. It is an active strategy, a decision to remain steady until compound perception unlocks exponential demand.
Closing Note from Maverick Voices
At Maverick Voices, we celebrate those who choose courage over convenience, long-term equity over short-term savings.
Because, in marketing and in life, believing in the power of a brand is the most risky bet you can make.
Celebrating Creative Thinkers and Mavericks.
Source credits:
Harvard Business Review Branding Case Analyses Global Campaign Reports, 2024 WARC Inc. Case Studies on Brand Equity Adage Influencer Marketing Insights